The following applies especially to small to mid-size businesses: obvious conclusion of the week – understand your customers!

Why am I stating this most simple and basic understanding in business?

Recently I have been undertaking an SEO project for a company. I’m far from an expert on the subject and it’s somewhat of a research assignment, but by this point I should know a thing or two about marketing and customer behavior. This is based on a current, real experience.

The goal of optimizing a website to rank higher is clearly to drive more traffic to the site; now here is the kicker:

  • Image your site is #1 on Google for exactly what you do; those exact functions you perform are ranking top-of-the-class! Sounds great right?
  • Now add the following: The people who search for those exact terms want nothing to do with your service…

Some ways to remedy this problem:

  • Use Google Analytics – Find out alternative keywords that your customers use to find you.
  • Ask your customers – find out what they think of you; ask them to use your company in a sentence.
  • Research – Find out what market segments are most important to target (come back for a post about this next).

This is my shock for the week and this is why is incredibly important to understand your customers. What you think your function is could be completely unrelated to what your customers think you actually do!

Coming Soon:  Niche Marketing

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